Rihanna Launches Her Own Beauty Agency: 10 Statement Looks That Prove She’s a Natural for the Job

With a handful of sold-out designer capsule collaborations under her belt—including last month’s Puma collection—and her own forthcoming makeup line in the works, it’s safe to say that Rihanna has honed her entrepreneurial chops. Now the singer is radically rethinking the celebrity-as-lifestyle-brand equation with her own styling and beauty agency, Fr8me.

It’s unchartered territory for a pop star, but if anyone understands the transformative power of high-impact hair and makeup, it’s fashion’s favorite beauty chameleon. After all, this is a woman who has demonstrated the ability to slip from one persona into another, only to discard it before it becomes a signature look: One moment she’s treading the Dior red carpet in ladylike curls and pastel makeup, the next she’s back to blue lipstick and a messy topknot. And while she’s the undisputed queen of the statement mouth, her hair quick-changes are just as extreme. This year alone, we’ve seen her experiment with constellations of bobby pins, frothy natural curls, and atomic red extensions.

With her agency’s new in-house squad of stylists, including hairstylists Marcia Hamilton and Patricia Morales and makeup artist Mylah Morales, it’s safe to say we’ll see a few more radical reinventions before the year is up. Above, 10 recent high-impact looks that prove RiRi is a natural for the job.